Seymourpowell Creates Brand Identity and New Bottle for Carlsberg's Seth and Riley's Garage Hard Lemonade

Seymourpowell Creates Brand Identity and New Bottle for Carlsberg's Seth & Riley's Garage Hard Lemonade

Seymourpowell has recently collaborated with the Carlsberg Group to create a 'brand world' for the global launch of Seth & Riley's Garage Hard Lemon Drink.

Conceptually, Seth & Riley's Garage Hard Lemon Drink builds on a proud heritage of traditional American 'home-made' craftsmanship, evoking the spirit of small-scale workshop innovation. The flavours and product line-up reflect this authentic and simple history.

"Our first task was to create a credible and timeless core for the brand and set about building a strong set of brand values that inform everything the brand does," said Kevin Johnson, Seymourpowell's Brand Innovation Creative Director.

"This becomes the platform for everything from new product lines to sponsored events and local community initiatives. While it's designed to be a global brand, it also really sets out to behave in a small and localised way."

As well as the new crafted bottle, Seymourpowell created a new on and off-pack identity system with flexibility for the portfolio.